This is a 163-second promotional film is part of a worldwide campaign created to stir up excitement for a significant heavyweight boxing match between two undisputed champions. Scheduled to take place in Riyadh on February 17, the film seeks to attract boxing fans worldwide, enticing them to tune in through Pay Per View or by buying tickets. The film has been broadcast across numerous TV channels and disseminated through a range of social media platforms.

Riyadh Season is the entertainment initiative of the General Entertainment Authority to promote tourism in Saudi. It is a 6 month-long entertainment event (October to March) that aims to promote the city of Riyadh in Saudi Arabia to the world. From gastronomic experiences, to concerts, plays, art, sporting events and world-class shopping, there’s something for everyone at Riyadh Season. However, for many years, Riyadh Season has been popular among the local population and the surrounding Middle East region. And didn’t attract many international travellers. To change this perception and make Riyadh even more attractive to international audiences, they decided to promote their crowning event – Boxing. With a number of huge fights already under their belt, Riyadh has become the Mecca of boxing in the world, bar none. Each fight is unique in its matchup and has a story to tell. Hence no two campaigns are the same. Each is backed by insights of the fighters, or their history.

"Ring of Fire” will see the biggest fight in boxing - WBC and Lineal Champion Tyson Fury vs WBO/IBF/WBA unified champion Oleksandr Usyk in a history-making showdown. The winner will become boxing’s first Undisputed Heavyweight Champion since Lennox Lewis claimed that honour 24years ago, in 1999, but this time four belts are on the line for the first time in history.

In this cinematic exploration, the long-awaited clash of two undefeated champions is not just a fight but a metaphorical odyssey through time. Guided by the voice of Paul Anderson, viewers are transported through a series of legendary battles. As the two titans approach their ultimate face-off, they unleash a barrage of attacks from afar - a visual metaphor for the pre-fight psychological warfare.

As they step closer to each other, the fighters transforms into warriors of various historical battles, converging in an epic tableau. In the moment of proximity, lightning strikes and the famed boxing announcer Michael Buffer emerges. His famous announcement echoes as the fighters enter the ring.

The film crescendos to a thrilling climax, where in a moment of high tension, the two boxers simultaneously neutralize each other's punches. Suspense hangs in the air, leaving fate to decide who will emerge as the Undisputed Heavyweight Champion ofthe world.

February 17 2024, Riyadh, Saudi Arabia, will go down as a historic day in the world of Boxing.

Because not since the late 90s has there been a matchup of this magnitude. Where two undefeated Champions battle to become the Undisputed Heavyweight Champion of the World with a historic 4 title belts on the line. It’s a fight the world has been waiting for. And now it’s finally happening, not in Las Vegas or the O2 Arena, but at the Kingdom Arena in Riyadh.

Riyadh Season needed an epic promo video befitting the scale of the event to drive Pay Per View subscriptions, boost ticket sales, and put Saudi on the map for hosting world-class boxing events.

In less than 48 hours of the cinematic trailer going live, we had a staggering 46 million reach, with 39 million views across all platforms. 100 million impressions with 720K unique engagements. In addition, all tickets to the event are 100% sold out, with Pay Per View targets crossing a million subscriptions for the fight.

Besides tangible results, A Tale as Old as Time campaign has also earned world-wide praise for a boxing promo, it’s cinematic quality and storytelling with numerous publications expressing their appreciation for the film.